The book of George Ritzer, has taken certain elements from Weber’s work and presented a critical analysis of the impact that is felt by the social structural change on human interaction and identity. According to the book, Ritzer claims that the fast food business and its structure is responsible for the present organizational force and this process or rationalization has disseminated into the everyday lives of the individuals and their interaction levels. As has been defined by Ritzer himself:
…Mcdonaldalization,….is the process y which the principles of the fast food restaurant are coming to dominate more and more sectors of American society as well as the world. (ritzer,1993:1)
If one was to perceive the growth of this franchise, the fact that it has thousands of outlets worldwide and is located in the suburbs, military bases, malls. And even the highway
exchanges present the extent to which our lives have been taken over by this process. It is not only the fast food chains which represent this issue but even the other chains such as those connected to Toys, Bookstores, newspapers and child care amongst several others.